LOVEGUTS is a new clothing label by London based designer Rachel Lovelock. Influenced by all facets of feminine expression, LOVEGUTS explores the dichotomies of elegance, sensuality and unrefined beauty.

Deadstock materials and pure silk printed locally in London form the base of her collection. Intricate designs, sensual silhouettes and classic archetypes merge to create the brand identity of LOVEGUTS. The pieces are elegant, evocative and playful – speaking authentically to the young brand’s ethos and streetwear influence.